THE CREATIVE FIELDBOOK / SNS MEDIA TECH
677 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →
Scrabble
make the product’s core action earn a relevant, immediately understandable optional benefit.
Editorial reading of the challenge: how to make the product’s core action earn a relevant, immediately understandable optional benefit. The task should sample the actual product.
BIC
connect a personal creative act to a visible collective artifact through transparent aggregation.
Editorial reading of the challenge: how to connect a personal creative act to a visible collective artifact through transparent aggregation. Participation needs a visible destination.
STABILO Boss
turn the product’s ordinary act of emphasis into a clear editorial gesture of recognition.
Editorial reading of the challenge: how to turn the product’s ordinary act of emphasis into a clear editorial gesture of recognition. A familiar action can carry a meaningful metaphor.
Montblanc
use a brand-relevant creative constraint to make small contributions meaningful within a curated whole.
Editorial reading of the challenge: how to use a brand-relevant creative constraint to make small contributions meaningful within a curated whole. The constraint should express the product category.
Waitrose
bring a specific production process into public media while clearly stating what the view can and cannot prove.
Editorial reading of the challenge: how to bring a specific production process into public media while clearly stating what the view can and cannot prove. Do not imply constant observation.
Morrisons
make a fresh-food positioning tangible through a practical school programme with real fulfilment requirements.
Editorial reading of the challenge: how to make a fresh-food positioning tangible through a practical school programme with real fulfilment requirements. Resources must fit teachers’ actual needs.
Whole Foods Market
explain a retail position through specific sourcing choices that customers can inspect.
Editorial reading of the challenge: how to explain a retail position through specific sourcing choices that customers can inspect. Name the decision and its scope.
Aldi
combine a clear substantiated comparison with an ordinary human voice and a small comic deviation.
Editorial reading of the challenge: how to combine a clear substantiated comparison with an ordinary human voice and a small comic deviation. Compare like quantities and relevant attributes.
Aircel
A billboard changes from display surface to carrier of a locally relevant practical resource.
Editorial reading of the challenge: Mumbai’s monsoon creates a predictable context for communication, but Aircel’s Boat campaign did more than illustrate rain. Identify an actual recurring need before choosing an outdoor format.
Bisleri
Unexpectedly selective camels turn an abstract brand-preference problem into a memorable retail behaviour.
Editorial reading of the challenge: A familiar brand name can become shorthand for an entire product category. Distinguish remembering a name from checking the product received.
Manforce
A missing phone turns a broad protection proposition into a suspenseful privacy story without displaying intimate content.
Editorial reading of the challenge: Manforce’s Shut the Phone Up campaign moved its protection message into the privacy of digital life. Explain the link between the adjacent issue and the brand’s established role.
Prega News
A familiar description of the workplace becomes a prompt for specific employer and colleague behaviour.
Editorial reading of the challenge: A pregnancy-test brand normally enters a customer’s life at a specific moment. Speak to those able to change the environment, not only those affected.